Clifford the Big Red Dog X Ed’s Diner
Introduction
Through our close relationship with both The Boparan group and E-One, Eleven were able to broker a multilayer partnership that celebrated the 2021 release Clifford the Big Red Dog in a fun and impactful way. This ranged social media campaigns, influencer screenings, in store competitions and a bespoke Clifford the big red dog menu.
Menu
Ed’s Diner was able to create a bespoke “Big Red Menu” of themed items including milkshakes, sharing platters and desserts.
Influencer and press screenings
Ed’s invited a mix of mum, dad and family bloggers as well regional press to private ‘lock in’ screenings of Clifford the Big Red Dog which were held at their diners. The 9 simultaneous screenings were attended by 29 influencers with a combined social reach of over 900,046. The activity brought in a combined engagement of 9,141 over Instagram stories and static posts on their channels mentioning the film and Ed’s ‘Big Red Menu.’ Stories in local press totalled a circulation of 16,243,775.
In store Competition
Ed’s Diner held a competition offering a range of prizes from merchandise, to Clifford Plushies and a headline prize of tickets to the special Clifford Gala Screening held in London with the film’s stars in attendance. Additionally, a prize of tickets to attend the gala was offered to the staff colleague who sold the most Big Red Menu items in the first week of the partnership, hence increasing staff engagement overall with the partnership.
The competition was run in store using the activity sheets as entry forms with the participants having to answer the question “Which city is Clifford set in?”Additionally, the competition was run via d’s social media with Clifford plushie as prizes. The competition vastly expanded the brand’s customer information database attracting TBC entries. Success of the Clifford partnership means Boparan will be working with Eleven during 2022/3 across the entire estate and several films with plans to make activations even bigger and better.
